TCG to lead BDB into digital battle

The Communication Group has been hired by the British Digital Broadcasting consortium to lead the PR battle against rival Digital Television Network.

The Communication Group has been hired by the British Digital

Broadcasting consortium to lead the PR battle against rival Digital

Television Network.



The two are bidding for the remaining three digital broadcasting

licences up for grabs from the Independent Television Commission, which

is set to award the licences at the end of May.



The Communication Group was hired three weeks ago by BDB, which includes

Granada Group, Carlton Communications and BSkyB, and will be on board

until the ITC makes a decision. It has two teams on the account, drawn

from its consumer and corporate PR divisions.



Rival CableTel-owned DTN is using Hill and Knowlton for corporate media

relations and regulatory work, while Fleishman-Hillard is handling

consumer PR. GJW is also working on the bid as adviser to CableTel

subsidiary NTL.



BDB had been without an agency since Brunswick was brought in to handle

the launch in February, by its retained client Granada.



Jon Aarons, managing director of TCG’s corporate division said one of

the agency’s first tasks was to educate the public about digital TV. He

was mindful of the problems created by the relatively simpler launch of

Channel 5.



The Communication Group will also have to convince the ITC that BDB’s

proposed 15-channel operation is better than DTN’s 23-channel effort.



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